8 September 2026
Social and revenue
Reading a Camp's Instagram Like a Commercial Director, Not a Guest
A guest opens a camp's Instagram account and asks, "Would this feel wonderful?"
Read, 4 minutesInsights.
Commercial writing for safari founders, airline commercial directors and lean marketing teams. What is working in East African travel and aviation, what is being copied badly from Europe, and what the numbers say once someone bothers to collect them.
1 September 2026
Brand
What East African Operators Get Wrong When They Copy European Luxury Brands
European luxury brands are easy to admire and dangerous to imitate badly.
Read, 4 minutes25 August 2026
AI and operations
The Four AI Tasks a Two-Person Marketing Team Should Hand Over First
A two-person marketing team does not have a capacity problem in the abstract. It has a recurring-work problem.
Read, 4 minutes18 August 2026
Distribution
Why Safari Camps Lose Margin to Agents They Do Not Need
Agents are not the enemy of a safari camp's margin. Undisciplined distribution is.
Read, 4 minutes11 August 2026
Aviation
What a Route Launch Should Cost, and Why Most Are Underfunded
A new air route is often announced as though the difficult work has already been done. There is a ribbon, an inaugural cake, a photograph on the apron and a burst of congratulatory...
Read, 4 minutesNew writing, roughly weekly.
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